TikTok’s return to US mobile stores has significantly impacted its competitor, Rednote (Xiaohongshu), which saw a staggering 91% drop in downloads within just five days.
The short-video platform, known for its dominance in the social media landscape, was temporarily delisted from app stores due to legal and political issues. However, as soon as it was reinstated, its resurgence led to a dramatic shift in user behavior, pushing Rednote back into obscurity.
TikTok’s Comeback and Its Immediate Impact
TikTok has been a major player in the social media industry, boasting an estimated 170 million users in the US alone. The app had faced an uncertain future due to a US government mandate that required its Chinese parent company, ByteDance, to either sell its American operations or face a nationwide ban.
The law, initially set to take effect on January 19, put TikTok’s presence in the US at risk. However, with a 75-day extension granted after Donald Trump assumed office, the platform was given more time to negotiate a potential sale.
During the period when TikTok was removed from app stores, alternative social media platforms, particularly Xiaohongshu, experienced a surge in popularity.
Rednote, often referred to as the Chinese version of Instagram, attracted users looking for a new platform to share short videos and lifestyle content. However, as soon as TikTok was reinstated on Apple’s App Store and Google Play, it quickly regained its lost traction.
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Sensor Tower data revealed that in just five days, TikTok’s download numbers more than doubled their usual rate, indicating that users were eagerly waiting for its return.
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This surge came at the expense of Xiaohongshu, whose download numbers plummeted by an astonishing 91%. While Rednote had briefly enjoyed increased visibility, it quickly lost its newfound audience as users migrated back to TikTok.
Rednote’s Rise and Sudden Decline
Xiaohongshu, or Rednote, was originally designed as a lifestyle-sharing platform that allowed users to post content about fashion, beauty, travel, and daily life.
It gained significant traction among Chinese users and later expanded its presence to international audiences. Rednote saw its moment of opportunity when TikTok was on the verge of being banned in the US. Many American users, concerned about TikTok’s uncertain future, downloaded Rednote as a potential alternative.
For a brief period, Rednote’s daily active users increased by approximately 25%, capitalizing on the gap left by TikTok’s absence. The platform attracted influencers, brands, and content creators looking for a stable social media presence. However, the sudden return of TikTok disrupted Rednote’s momentum, causing a drastic decline in its download rates.
Despite the drop in downloads, Rednote still maintains a user base that is 25% larger than it was before TikTok was initially delisted. This suggests that while many users quickly abandoned the platform, some continued to explore its unique features. However, the challenge for Rednote lies in retaining these users in the face of TikTok’s overwhelming popularity.
The Future of TikTok and Rednote in the US Market
The competition between TikTok and Rednote highlights the volatile nature of the social media landscape. TikTok’s legal battle in the US is far from over, and discussions regarding its potential acquisition by an American company are ongoing.
Former President Donald Trump mentioned Microsoft as one of the interested parties, but ByteDance has consistently rejected the idea of selling TikTok’s US operations.
The outcome of TikTok’s legal situation will ultimately determine the future of alternative platforms like Rednote. If TikTok manages to secure its position in the US, it is likely to maintain its dominance, leaving little room for competitors to thrive.
However, if new legal challenges arise or if a ban is eventually enforced, Rednote and other emerging social media platforms could once again find an opportunity to grow.
In the ever-evolving digital space, user preferences can shift rapidly, as seen in Rednote’s dramatic rise and fall within just a few weeks. While TikTok’s reinstatement has temporarily halted Rednote’s momentum, the social media industry remains unpredictable, and new opportunities for growth could emerge in the future.
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